Nike and adidas have both run advertising activity around "two of the most-talked about footballing highlights of the weekend," the Manchester derby and Barcelona striker Lionel Messi's new goal-scoring record, according to John Reynolds of CAMPAIGN LIVE. Nike ran a social media campaign, created by AKQA, promoting its Nike+FuelBand. It challenged ManU and Man City fans to "earn Nike Fuel points in the days leading to the derby match." Adidas, meanwhile, "also ran a campaign" highlighting Messi beating Gerd Müller's long-standing goals record in a calendar year. The ad was created by TBWA and an in-house team. It carried the headline, "making history," and the strapline, "world record goals in a year" (CAMPAIGN LIVE, 12/10).